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The market research contribution to new product failure and success
- Source :
- Journal of Marketing Management. 3:269-277
- Publication Year :
- 1988
- Publisher :
- Informa UK Limited, 1988.
-
Abstract
- This paper examines the use made by management of market research data in the evaluation of new product development (NPD) projects. Stressing the need for a systematic approach to NPD the paper sets out four brief case histories, the products being Crocodillo, Paul Masson wine, the Prudential's Holburn UK Unit Trusts, and Golden Wonder's Preludes. These case histories illustrate both the value of a systematic approach to NPD by building up a market research programme and also the limitations of market research data which cannot alone be any guarantee of success.
Details
- ISSN :
- 14721376 and 0267257X
- Volume :
- 3
- Database :
- OpenAIRE
- Journal :
- Journal of Marketing Management
- Accession number :
- edsair.doi...........297aa9b6a19f10465927eb496574d1e8